Staff Reporters
Sep 12, 2019

Photos: Zalora launches ‘interactive playground’ for brands

A merging of online and offline in a wild neon-lit activation.

Zalora launched its first-ever festival in Singapore last weekend as a way to bring the brands it hosts closer to consumers. ‘Brand rooms’ and immersive spaces were created for the likes of Adidas, Calvin Klein, Nars, and Skin Inc.

Nars, for instance, had an elevator-inspired beauty room with giant neon-lit lipsticks that could change light colours to depict four different personalities by the press of the elevator buttons.

Calvin Klein, meanwhile, fashioned a laundry room where consumers could shop looks from their phones as they can scanned or took photos of the items offline. Red lights enveloped the room and front-load washing machines were lit to give the impression of a ‘Laundromat gone wild’.

One of the highlights was the Samsung’s Bixby Image Search feature where consumers could shop products on display through Zalora’s website. Through the feature, they snapped a photo of the item they want to buy and it automatically searched the match of the item on the site.

Related Articles

Just Published

23 hours ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

1 day ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

1 day ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

1 day ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.